2 Minutes with ... Keith Wilson Editorialdirector, Organic Life

Organic products other than food are a growing market. This isn't a fad,
but a lifestyle shift, and we felt a magazine was needed to accommodate
this.

What's the editorial stance?

The magazine's focus is seasonal. We live in a consumer culture that
expects strawberries all year long, but we take the stance that there
are proper times to grow certain foods.

What about the content?

About half the content is food-related, the rest covers environmentally
sound health, beauty, home and holiday products. As well as reviews,
growing tips and recipes, we run features on ethics, sustainability and
health concerns - all issues that affect decisions on organic products.
We also cover trends such as farmers turning back to organic meat
production.

Regular features will include organic menus and gardening planners for
people who grow their own vegetables - all done around seasonal
produce.

Give us a taste of what is in the first issue.

We've got an interview with Green & Black's founder Craig Sands and a
piece on a woman who improved the health of her
attention-deficit-disorder-suffering son through changing his diet.

Who is your target audience?

Affluent women aged 35-55 who spend more than the average consumer in
return for better quality goods and environment.

What do you want to hear about from PROs?

Anything to do with organic food or environmentally sound products or
events.

And who are you competing against?

We don't have any direct competitors, but on the food side there's
crossover with titles such as BBC Good Food Magazine and Olive.